EasyJet 2012 Annual Report Download - page 13

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Switzerland
Switzerland continues to be a focus market for easyJet. With 7.2%
capacity growth, easyJet has consolidated its leadership position
inboth Geneva with around 37% market share and Basel with 43%
market share(4). The capacity increase has enabled easyJet to
launch 7 new routes and add frequencies on core routes such as
Berlin, Barcelona and London. easyJet now operates 19 aircraft out
of its Swiss bases.
France
easyJet grew capacity in France by 8.2% in the year and is the
second largest carrier in France with over 12% market share(4)
andbases 24 aircraft in France. A key part of easyJet’s strategy
inFrance is to address regional demand for both domestic and
international flights and to become the alternative carrier to Air
France. Capacity growth was focused on the French regions driven
by 11 new routes from its new bases in Nice and Toulouse which
opened in March. This brings the total number of routes touching
these two bases to 41.
Brand consideration(5) and customer satisfaction scores have
increased in the year. Since April 2012, easyJet.com is the
mostvisited airline website in France.
Italy
easyJet is the third largest carrier in Italy, with a market share of
11%(4). easyJet has 23 aircraft based in Italy with a number 1 share(4)
in its main Milan Malpensa base and a strong presence in Rome
Fiumicino, Venice and Naples.
The easyJet brand is increasing its profile in Italy with the recent
launch of easyJet’s first television advertising campaign. Brand
consideration(5) has increased by 11 percentage points up to
46%thanks to more targeted marketing activities in the key
catchment areas.
Germany
In a highly regional market, easyJet’s focus in Germany has
remained on building a strategic European point-to-point network
in Berlin (now with 50% market share in Schönefeld(4)). easyJet
has continued to build both its leisure and business product out
ofBerlin whilst rationalising the non-essential network in Dortmund
toimprove profitability.
Spain
The outbound Spanish market, remains one of the most
competitive in Europe, with the existing overcapacity leading to
lower yields than in other easyJet markets. Lower yields and high
and increasing airport charges led to the decision to cease having
crew and aircraft based in Madrid from 1 December 2012. The base
closure is on plan and 87% of the 300+ staff currently based in
Madrid have accepted the offer to relocate to another easyJet
operational base in Europe.
easyJet remains committed to Spain, including Madrid, and will
continue to fly to and from Spain out of its other bases. Although
capacity will be reduced by around 9%, easyJet expects to carry
over 12 million passengers to and from Spain next year.
Portugal
easyJet is the third largest carrier in Portugal with a market share of
around 13%(4) and is also the second carrier in Lisbon Portela airport,
having opened a base there in April 2012. The base launched with
two aircraft and a third one started there in November 2012.
(1) Source: On-time performance as measured by internal easyJet system.
(2) Source: On-time performance as measured by flightstats.com.
(3) Source: customer satisfaction data from GfK Customer Satisfaction Tracker.
Time period: FY 2012 versus FY 2011. Data updated October 2012.
(4) Market share data from OAG. Size of European market based on internal easyJet
definition. Historic data based on the 12 month period from October 2011 to end
September 2012. Forward looking data based on available OAG information to
the end of March 2013 with assumptions made on Ryanair growth.
(5) Brand consideration scores from GfK ascent.
Business review
easyJet plc
Annual report and accounts 2012 11